Use Of Digital Marketing In Spanish Sports Federations

Abstract

In today’s landscape, digital marketing stands as an
undeniably crucial tool for enhancing the competitiveness
of any organization. Sports federations, with their goal of
promoting and fostering physical-sports activities among
the citizens, require a certain level of professionalization
in their management. The aim of this exploratory and
descriptive study is to assess the utilization of digital
marketing by Spanish and regional federations, conducting
a comparative analysis between them. The findings reveal
(n = 91) a positive inclination towards innovation and
digital transformation, with a wide level of adoption of
digital marketing, particularly among Spanish federations.
Despite this, there is a high degree of improvement in
its development strategy and its implementation. The
conclusions highlight critical areas demanding attention to
improve the competitiveness and performance of sports
federations in the digital era. These include organizational
readiness, competitive pressure, observability of digital
marketing, digital engagement, and the establishment of
specific roles for leading digital initiatives, as well as the
adoption of tools to connect with younger audiences.